Industry cash pledged to back a television advert educating householders about recycling of waste electrical and electronic equipment (WEEE) has exceeded the advertisers’ target.
WEEEConnect, a consortium formed to fund the commercial at the end of the year, has now gained the support of 41 companies and generated £44,100. The sum is more than £10,000 over its goal of £32,000.
It is expected that the advert will reach 12.4 million people.
SWEEEP Kuusakosi launched the WEEEConnect website last month. Contracts manager Justin Greenaway said that raising awareness of WEEE recycling through DCF (local authority collection) via a TV commercial was a European first.
“The fact that industry has recognised the need to raise WEEE awareness and worked towards solving the issue collectively is commendable. How exciting to think that this Christmas we could be at home, surrounded by wrapping paper, and suddenly the waste electronics recycling message gets beamed into our front rooms.”
Companies signed up to the alliance include WEEE compliance scheme Valpak, Repic and Electrolink along with WEEE recyclers Overton Recycling and Really Green Credentials.
WEEEaway managing director Chris Spooner said: “It’s hardly surprising that the UK doesn’t know how to recycle WEEE correctly, let alone how important it is. Quite simply there’s an on-going lack of public education and messaging being disseminated by central government to residents, on what to do with redundant materials.”